But this year, the tie has been broken, and Coca-Cola is back on
top with Pepsi a close second.

Here's the complete list of the
top 10 most respected brands, including newcomers IBM, Apple, and
General Electric:

Coca-Cola

PepsiCo (Down 1 spot from last year)

Hershey

Bayer (Up 1 spot)

Johnson & Johnson (Up 1 spot)

Harley-Davidson (Down 2 spots)

IBM (Not on last year's list)

Apple (Not on last year's list)

Kellogg (Down two spots)

General Electric (Not on last year's list)

CoreBrand creates its list by surveying 10,000 executives at
companies with revenues greater than $50 million, asking them to
rate 500 brands on familiarity and favorability.

The 100 most familiar brands are then ranked based on
favorability, which CoreBrand determines by asking respondents
how they perceive brands' management capabilities, investment
potential, and overall reputation.